CHAPTER 10
Next Comes Trust: Creating Community
All of us are smarter than any of us. No one wants to connect to a selfish person. And no one wants to connect to someone who’s always going to take.—SETH GODIN, KEYNOTE SPEECH AT SAP,A SOFTWARE DEVELOPMENT COMPANY
THE LIMITATIONS OF COOPERATION
When you work with someone you don’t care for but need to because it’s beneficial to your goals, you cooperate with him. Award-winning professor of psychology at University of California Los Angeles Matthew Lieberman summed up the interaction this way: “People cooperate when they stand to benefit directly from the cooperative effort.”1 In this scenario, you are acting out of self-interest: You get something you need from the interaction. When you cooperate ...
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